A Brand Is the Character of a Business

“You must first understand who you are. Recognize your strengths and build on them instead of copying what everyone else is doing. At Minh Long, I know exactly where our brand stands.”

Minh Long Ceramics Founder: “A Brand Is the Character of a Business”

Amid the economic downturn, when many companies have struggled or even gone bankrupt and long-established brands have faced significant challenges, Minh Long Ceramics has continued to maintain steady growth in both domestic and international markets.

Speaking with Saigon Financial Investment, Ly Ngoc Minh, Chairman of Minh Long Ceramics, believes the company’s achievements are built upon four fundamental values: character, quality, credibility, and culture.

You are known for pursuing excellence in everything you do. Does that philosophy also define the Minh Long brand?

Ly Ngoc Minh: I was born into a family with a long tradition of ceramic craftsmanship, and I have been fortunate enough to build my career doing what I truly love. Because of that, I have always wanted to perfect what I consider my life’s work.

Every product we create must satisfy a wide range of standards—not only in design and craftsmanship but also in cultural expression and historical significance. Each piece should carry a meaningful story and reflect the spirit of the Vietnamese people.

For porcelain, whiteness and translucency are essential qualities. However, porcelain that is both white and translucent is naturally more fragile. Our challenge has been to overcome that weakness while minimizing chemical additives and preserving the purity of natural materials.

Our philosophy is summarized in what I call “Four Withouts, Four Withs.”

The product should be without limitations of time, borders, gender, or age, while possessing art, culture, style, and soul.

To achieve this, Minh Long uses only carefully selected natural raw materials together with advanced manufacturing equipment that meets international standards. We apply European production standards to Vietnamese craftsmanship, creating products that are unmistakably Vietnamese—not Western, not Chinese, but proudly Vietnamese.

Perhaps our most important technological advantage is firing porcelain at temperatures of 1,380°C, following German manufacturing standards, which gives our products exceptional durability and quality.

With intense competition from ceramic manufacturers around the world, how does Minh Long remain competitive?

Vietnam is still a developing country, yet Vietnamese consumers are remarkably knowledgeable. One of the greatest challenges is that consumers often have limited budgets but still expect products of exceptional quality.

Regardless of economic conditions, a trusted brand must remain true to its values and maintain consistent quality. During difficult times, customers think much more carefully before making purchasing decisions.

I am not afraid of competition because Minh Long has become a trusted choice for many consumers. Our commitment has always been to grow alongside our customers.

Beyond the domestic market, we have also expanded successfully into developed countries such as Germany, France, the Netherlands, Japan, the United States, Canada, Malaysia, and Singapore.

If you want your products to outperform competing brands, you must devote yourself entirely to them. That is why Minh Long has remained focused exclusively on ceramics.

What concerns me most is not competition—it is the possibility of losing creativity. Without innovation and breakthrough ideas, any brand will eventually fall behind. We must constantly create new products that meet the changing needs of consumers.

Successful entrepreneurs often have a strong business philosophy. What principle has been most important in building the Minh Long brand?

I believe anyone can achieve success.

The key is understanding who you truly are. Identify your strengths and develop them instead of simply imitating others.

At Minh Long, I know exactly where our brand stands.

A brand represents the character of a business. Understanding our identity helps us know exactly what our company needs in order to continue moving forward.

When people think of Minh Long, they think of culture, integrity, and craftsmanship expressed through every ceramic product. That is why the Minh Long brand continues to strengthen its position and earn the trust and appreciation of consumers.

Recently, you have gradually transferred management responsibilities to your son. Was succession always part of your long-term plan?

Every person has their own destiny. No one knows in advance whether they will become wealthy or face difficulties in life.

Everyone has the right to choose the education and career path that best suits them, and it is equally important to know when to seize opportunities.

My son is fortunate to have been born into a family with a long tradition in ceramics and to inherit a strong foundation.

Whether he will become a successful leader remains to be seen. He may perform even better than I have. Only time will reveal the answer, much like watching the story of a stage performance gradually unfold.

In your opinion, what does Minh Long still lack, and what is the company’s strategy for the future?

In my view, Minh Long is always lacking something.

Human beings are naturally ambitious, and I am no exception. No matter how much we have accomplished, I always believe there is more to achieve.

Whatever Minh Long is working on today is exactly where we still have room to improve.

We continuously strive to create porcelain with even higher quality, greater artistic beauty, stronger human values, and richer cultural significance.

Personally, I challenge myself every day to innovate, conduct research, and push beyond previous achievements.

As for long-term strategy, I prefer not to predict too far ahead.

I often compare business strategy to the movement of a pendulum—constantly adapting and adjusting until Minh Long products become increasingly successful in both domestic and international markets.

Interviewer: Thank you very much for sharing your insights.

Source: Kim Loan – Saigon Financial Investment